The Social Issue

● Identify the right problem - purpose

● Bigger picture
● How it affects you and consumers
● Understand background information

Problem statement and focus

● What we can focus on
● Purpose and plan
● Which is easier and more strategic
● What is causing the problem
● Potential impact

Objectives
● Knowledge to impart, why is it important /necessary/urgent
● SMART goals - desire level and target results
● Campaign purpose - purpose statement
○ Decrease, reduce, eliminate, etc.

SWOT analysis
● Internal - SW
○ Capabilities
○ Improvement
● External - OT
○ Cannot control
○ Can affect brand and social focus

2. Research and take notes on the following social campaigns:

● Balenciaga trash bag/pouch campaign (environmental threat)

 ○ showcased at Winter 2022 show - artificial blizzard
○ highlight the plight of refugees amid climate change and the
Russian-invasion of Ukraine.
○ global sustainable fashion movement
○ Currently the brand offers products that have no damage on the environment,
preserve natural resources, and respect animal welfare.
● Tommy Hilfiger Moving Forward Together (community involvement)
○ society that Wastes Nothing and Welcomes All - embrace societal differences.
○ Featuring activists and advocates - engaged people who were already caring
about social inclusion
○ recover from the physical and emotional impacts of the COVID-19 pandemic.
○ how a difference can be made in every environment and community
○ range of more sustainable materials and production techniques - got their
customers involved in the process of making the clothes themselves
● Coca Cola Obesity Campaign (health issues)
○ “All calories count no matter where they come from, including Coca-Cola and
everything else with calories. And if you drink and eat more calories than you
burn off, you’ll gain weight.” - calories are calories
○ work off 140 “happy calories”
○ remind customers that they can drink no-calorie Coke products responsibly
even without any happy activities involved.
○ simply a sophisticated marketing campaign, rather than a real effort by Coke
to play a meaningful role in fighting obesity
○ trying to show how Coke can easily be part of a healthy lifestyle

3. Research any local brand ad campaigns that promote any of the following:

● public health crisis

○ Jollibee - A Message from the Future
■ life under the pandemic and wants users to feel grateful for the warmth
of family for getting us through it all
○ Ariel - A Frontliner’s Sacrifice
■ Hundreds of frontliners are away from their families to care for the sick.
Let’s do our part to help them go home soon.
● environmental threat
○ Messy Bessy ads
■
● a need for community involvement
○ Nescafé Babangon Tayo
■ Nescafé’s continuing efforts to help local farmers increase their yield
and income from coffee farming
■ Tucked in the song is one hopeful lyric that transcends its coffee ad
origins and takes on deeper meaning in the middle of the coronavirus
 pandemic that has affected over 300,000 Filipinos. “At ang pagbangon
natin ang gigising sa mundo

https://www.ajmarketing.io/post/7-most-successful-marketing-campaigns-in-the-philippin
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